The One Show
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Category
Artist / Brand Collaboration
Annual ID
OS22_MS047M
About the Work
In Brazil, 25% of people who menstruate do not have access to sanitary pads. They improvise pads with things that put their health at risk, like socks, newspapers and even bread. According to Unicef, menstrual dignity is a right to everyone - but, in Brazil, that right was vetoed by president Bolsonaro. To make the scenario even worst, the information that menstrual dignity should be a right is not informed and is not widely disseminated, specially in communities that suffer the most from it. Two massive hygiene brands, Sempre Livre and Carefree, joined forces with one of the biggest rappers in Brazil - Barbara Bivolt - to raise awareness and shed a light to the issue that often lurks in the shadows. We used the power of denunciation of a music genre like rap to bring information to the people who most need to know about their rights so they can fight for it. "Dignity to flow" was the first rap that openly talked about the right to menstruate with dignity. With a powerful music video that portrayed the daily hardships of people living with menstrual poverty, the song went beyond the radio. It became a trending topic on social media, a subject of study to bring information about the rights of people who menstruate in peripheral schools and, the most important: less than a month from the launch, at least one draft bill is running in each of the country's 27 states to make the distribution of sanitary pads viable again.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Wunderman Thompson / São Paulo
Client / Brand
Johnson & Johnson
Production Company
Landia & M&A
Music / Sound Production Company
We4 Music
Art Director
Isabella Remelli
Ana Henriques
Copywriter
Julia Velo
Animator
Nathalia Reiter
Chief Creative Officer
Keka Morelle
Creative Director
Ana Cavalcanti
Nicolas Romano
Alvin Shiguefuzi
Director
Aline Lata
Director of Photography
Bel Lafer
Erico Toscano
Executive Producer
Sebastian Hall
Carol Pimentel
Valentina Baisch
Carol Dantas
Producer
Juliana Pereira
Marjorie Burjato
Sound Designer
Tiago Abrahão
Account Director
Ticiana Gomes
Account Executive
Claudia Lampert
Lili Pulz
Head of Production
Maisa Delgado
Michel Gubeissi
Media
Augusto César
Diego Máximo
Maira Toledo
Music Composer
Bivolt
Music Producer
Nave
Tiago Abrahão
Post Production
Landia & M&A
Post Production Coordinator
Elton Bronzeli
Nathalia Reiter
Account Team
Amanda Damasceno
Bárbara Pinto
Camilla Marcondes
Mariana Nadler
Assistant Director
Juliana Pellegrino
Assistant Executive Producer
Larissa Delfini
Assistant Production Coordinator
Luciana Andrade
Natália Petrechen
Client Approval
Aline Safady Luiz
Bruna Tonini
Camila Zanardi
Isabella Maimone
Laura Rocha
Priscilla Barone
Cristina Santiago
Roberta Catani
Color Grading
Acauan Pastore
Content Manager
Ruan Miller
CSO
Stella Pirani
Editing
Warner Chappell Brasil
Manager Bivolt
Drica Lara
Musical Director / Composition
Nave
PR
Giovanna Cardoso
Manuela Minns
Hellen Araujo
Daniela Bertoldo
Suellen Ciriaco
PR Director
Vivian Zeni
Producer Coordinator
Natália Ferlin
Producer Director
Andrea Beni
Production Coordinator
Camilla Bastos
Production Director
Michel Gubeissi
Record Label
Som Livre
Social & Influence
Amanda Ramos
Beatriz Brandão
Ivilla Diniz
Tatiana Katiban
Strategy/Planning & Insights
Larissa Santos
Mansur Atique
Nathalia Cristina
Ruan Miller
Renata Nappi
Strategy/Planning Director
Diana Junqueira
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